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Introduction

There is a persistent myth that mobile-only customers are uncommon, single, unemployed, unsophisticated, and limited to mainly students, and that they do not spend much. But that is not true.

Highlights

  • This report profiles mobile-only consumers and what they use their mobile devices for. These users are not limited to a very small and niche user demographic, thanks to mobile pipes getting bigger.
  • This report looks at fixed broadband bundlers and why they choose a bundle or change it. It also analyses why unbundlers steer clear of buying a multiplay service.

Features and Benefits

  • Understand this new breed of mobile-only users, who are worth targeting based on their TV/video usage and monthly spend.
  • Understand consumer reasons for bundling or not to keep existing customers happy and entice new customers to purchase a bundle.

Key questions answered

  • What makes a mobile-only consumer tick?
  • Is the mobile-only user ripe for the picking by all operators, or only challenger telcos?
  • How have consumers' views of the bundle changed in the past year?
  • How can operators entice those without a bundled service to buy one?

Table of contents

Summary

  • Introduction
  • Download 1: Digital Consumer Insights: Multiplay and the Mobile-Only Consumer

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